Buzz about caffeine

According to the National Coffee Association, more than 166 million Americans, or one out of every two, “drinks coffee at least daily." That translates to 400 million cups a day, or more than 146 billion cups per year, and makes the U.S. the leading consumer of coffee worldwide. But caffeine has gone beyond the cup and into other food products. We recently heard about a limited edition (through Feb. 2008) TWIX Java bar from Mars Snackfood US. It's a decadent three layered blend of rich coffee flavored sweet caramel coated over a chocolate cookie and covered in milk chocolate.  A touch of real espresso beans enhances the flavor of this chocolaty coffee treat.  Mars also introduces a limited edition Snicker's Charge (though March 2008) with added caffeine, taurine and B-vitamins for the growing number of 18- to 24-year-olds, who drink caffeinated beverages daily.  And taking a look at Productscan new product launches, caffeine has made its way into a potato snack and instant noodles, with both products offering different means for the consumer to get an energy fix. Golden Flake Snack Foods launches NRG Chips, available in spicy Phoenix Fury flavor. They contain caffeine and taurine, as well as vitamin B. Another caffeine fortified product has been launched in Japan by Sanyo Foods. The Sapporo Cup Noodles contain 60 mg of caffeine, equal to the amount contained in a cup of coffee. The noodles consist of Chinese-style fried noodles, which come with a Worcester sauce, chili and garlic flavored sauce, and a pork and cabbage garnish. The product is targeted at men in their teens to 30s and form part of a tie-up with the feature film Die Hard 4.0. Food Business Review MarsNational Coffee Association